Athlete Spotlight

Category: Athlete Personal Brand

How athletes become easier to find, trust, and sponsor.

How We Set Up Claude to Build Finn Addy’s Site

I sat down with Finn Addy to walk him through setting up Claude to manage his personal brand site.

Finn is a professional dunker who goes by One Foot Disciple. He is from Canada and has been building a following on Instagram and YouTube through his dunking content.

We ran our AI audit on Finn, and his authority score came back higher than almost everyone at Dunk Camp. That is because he already had a lot of positive mentions, raw content on Instagram, and podcast appearances with Dylan Haugen and me.

The problem was none of it was organized. It was scattered across platforms with no cohesive picture of who he is.

Claude built the site in three minutes

So I had Claude build his personal brand site on Dunker Spotlight. I talked to it for three minutes. I said build this site, feature him on Dunker Spotlight, pass him juice from the interviews he has done with Dylan and me. And Claude went and did it.

It built the site, wrote an article about what it did, and sent Finn an email with setup instructions.

I did not log into Gmail. I did not type the email. Claude figured out his email address, attached the audit PDF, and sent it. Finn said that is crazy. I agreed.

How to set up Claude yourself

Then I showed him how to take it from here. Download the Claude app on your computer and your phone. Not the webpage. The actual app. Pay for the twenty dollar plan. Install the skill packs. Upload the audit PDF we gave you. And then just start talking to it.

You do not type at it like Google. You talk to it like a team member. You say hey Claude, go to this page, grab all the skills, install everything, and when you are done come back and tell me what you did. And it does it.

Finn said this seems easier than it should be. It is easy. We built it for half the folks at Dunk Camp. I sat on the benches the whole week while dunkers came up to me and we set them up one by one.

Agents are not chatbots

The big difference now is that AI tools are agents, not chatbots. They do stuff instead of just talking. They can take over your computer and do all kinds of things. Buy stuff, book tickets, send emails, build websites. It is not sci-fi. It is literally my personal assistant.

We have video editing tools that we have used for a long time, and now I just tell Claude to log in and do it.

Here is what you need to do

Configure Claude, pay for the plan, have the app on your computer, download the skills, upload the PDF. Now you can start literally talking to it.

You learn how to talk to it. If you treat it like Google and type at it like a box, you are not going to get much. You are not unlocking the power.

Jack Allard said it best. If you play around with it, it just gets easier and easier. It can be intimidating the first five minutes, and then the more you look at it, the more you get used to it. It literally just builds your website. You can talk to it and tell it what you want, and it does all the work.

If you get stuck, reach out to us or ask Claude. Claude is the best starting point.

Get Claude Set Up for You — $1,500

Related: Put Athlete Spotlight on your Claude · See the full athlete showcase · Get a free audit

July 4, 2026
Why Athletes Need an Entity Home Before Sponsors Search
Entity search
Why Athletes Need an Entity Home Before Sponsors Search Their Name
If an athlete is doing well on social media but has no web presence, Google and AI tools have to guess. They may find old profiles, random clips, duplicate names, or nothing useful at all.
An entity home fixes that. It is the athlete’s canonical page: who they are, what sport they play, where they appear online, what proof they have, and why a sponsor or coach should care.

Trenton Sandler. A runner, a climber or a dunker all need the same thing: one home at their name.

What belongs on an entity home
Full name, sport, location, and role.
Social profiles and the correct sameAs links.
Stats, awards, league selections, competition results, and media mentions.
Articles that explain the athlete’s journey and best proof.
FAQ and schema that make the page machine-readable.
That is why Athlete Spotlight starts with the website instead of treating it as an afterthought. The site is the hub the rest of the athlete’s content points back to.
What “entity” actually means here
Search engines and AI assistants do not really deal in pages. They deal in things — people, teams, events, companies — and in the confidence they have about which facts attach to which thing. An entity home is simply the page a machine treats as the authoritative record of you.
You do not get to declare it by writing “official site” in the header. You earn it by being consistent: one canonical page, at a domain carrying your name, that every other profile points back to, and that points back at them in turn. Roughly 98% of young athletes do not own their domain at all, which means for 98% of them this record does not exist and something else fills the vacuum.
The four ways it goes wrong without one
The duplicate. You share a name with a lawyer in Ohio and a musician in Leeds. Google has to pick, and it will not pick the seventeen-year-old with no website.
The stale profile. An abandoned account from three years ago outranks everything current, so the first impression is a version of you that no longer exists.
The scatter. Your results live on a federation site, your clips on one platform, your highlights on another, your story nowhere. Each fragment is real; none of them adds up.
The blank. Nothing at all. This reads worse than it sounds — to a recruiter or a sponsor, unfindable and unserious are hard to tell apart.
The sameAs chain is the whole game
The technical core is unglamorous and it is what actually moves the needle. Your entity home declares, in schema, every other place you exist: your socials, your YouTube channel, your federation profile, your stat-site record. That declaration is the sameAs array.
What makes it powerful is that the strongest links are the ones you cannot fake. Anyone can claim a personal best. Almost nobody can fake a governing-body record. When Julian David’s site points at his official Olympic result from Paris 2024, or a distance runner’s site points at their TFRRS and World Athletics record, the site inherits the credibility of the institution.
This is the advantage athletes have and most other personal brands do not. A consultant has testimonials. An athlete has sanctioned results, published by an organisation with no incentive to flatter them. Federation profiles, results databases, film platforms like Hudl, recruiting sites like MaxPreps — each is a verified third-party assertion that you are who you say you are. The entity home is what ties them into a single identity instead of leaving them as loose ends.
How to tell whether yours is working
Search your own full name in a private window, then ask an AI assistant who you are. Compare what comes back against what is true.
Is the first result yours, and is it a page you control?
Are the facts current, or is it describing a season you have moved past?
Is it you at all, or has a namesake taken the slot?
Can someone contact you from what they find, without guessing?
Does the AI hedge? “I could not find specific information about…” is the machine telling you the entity does not exist yet.
That check takes about a minute and it is uncomfortable in a useful way. Nothing on this page is theoretical — it is the same six-dimension test the free audit runs, and it is the reason we build the website first instead of treating it as the thing you get around to after the following grows.
Start your entity home
Related: What it does, and what it does not · See the full athlete showcase · Get a free audit
July 1, 2026
Cam Hazzard Is the Athlete Spotlight Lighthouse
Case study
Cam Hazzard Is the Athlete Spotlight Lighthouse
Cam Hazzard shows exactly why Athlete Spotlight exists. He has real athletic proof: pro dunking, a 50-inch verified vertical, a signature 360 under both legs, and selection into Shaq’s DunkMan League. The opportunity is making that proof easy for sponsors, fans, media, and search engines to understand.
His personal brand site at CamHazzard.com already does the first job: it gives Cam one source of truth. Athlete Spotlight takes that same model and packages it for athletes who have the clips but not the organized web presence.

Cam Hazzard dunking. One week of attention, and a site that was already there to catch it.

The lesson for athletes
A sponsor should not have to scroll through months of posts to understand who you are. Your site should collect the clips, stats, social proof, story, and links into one structured entity home.
The feed creates attention. The website turns attention into authority.
What Athlete Spotlight adds
We collect the athlete’s content, build the site, publish articles from real clips and conversations, connect social profiles, and add schema so Google and AI systems can read the athlete correctly.
The week that proved the point
In one week, Cam’s dunk clips passed 120 million views. That is the kind of week every young athlete is chasing, and it is also the kind of week that usually evaporates. Attention arrives, people go looking for the person behind the clip, and they find a handle with no context, a name shared with four other people, or nothing at all.
Cam’s week went differently, because the site was already there when the traffic showed up. In his own words:
“I had nothing, no personal branding, and all of a sudden I got 120 million views, just in one week, and I’ve gotten so much traffic to my website, which has brought in brand deals and all that stuff. And I’ve had news articles and stuff written about me — which none of that would have been possible without having everything stored in a website.”
Cam Hazzard
Read that last clause again. Not the views. The storage. The clips were always going to travel; the question was whether anything caught the people they sent.
What the site does that the feed cannot
A feed is built to show the next thing. It is very good at that and very bad at everything else. When a sponsor’s marketing manager has to justify a spend to their boss, or a journalist has ten minutes to file, or a camp director is deciding who gets the invite, they all need the same four things, and a feed gives them none of it.
A permanent address. A profile is rented. Platforms change ranking, get banned, or die. A domain at your own name is the one asset nobody can take back.
Answers to the follow-up questions. How high does he actually jump? What has he won? Who has he worked with? Is he still competing? A clip cannot answer any of those. A page can.
A contact path. Sponsors do not slide into DMs to open a negotiation. They want an address they can forward internally.
Machine-readable identity. Schema, sameAs links and a canonical page are what let Google and AI assistants say something accurate when someone asks who you are. That part is invisible, which is exactly why most athletes skip it.
Why we call him the lighthouse
A lighthouse is a reference point. Every other member site is built to the standard we proved on CamHazzard.com first: the nine-section homepage, the entity schema, the federation profile linking, the weekly report. Cam is the figurehead, but he is not the product.
That distinction matters, because the obvious objection to a case study like this one is that Cam is exceptional. He is. A 50-inch verified vertical, a signature 360 under both legs, selection into Shaq’s DunkMan League, and a 4.0 in accounting is not a typical profile. If the system only worked for athletes with 120 million views, it would not be worth $30 a month to anyone else.
What this looks like if you are not Cam
The same build runs for athletes at every stage, including athletes whose big week has not happened yet.
Before the moment. Oliver Gilliam is a class of 2028 recruit. No viral week, no sponsor deals. His site exists so that when a college coach searches his name, there is a real answer instead of a MaxPreps row.
Mid-climb. Finn Addy won Dunk Camp and competed at FIBA 3×3 in Edmonton. Almost none of that surfaced when you searched “Finn Addy,” and his domain was sitting empty. The proof existed; the storage did not.
Outside basketball. Trenton Sandler runs a 4:01 mile. Julian David finished eighth at the Paris 2024 Olympics in speed climbing. Carson Teagarden has more than 724,000 YouTube subscribers doing calisthenics. Different sports, identical problem.
None of them needed a viral week first. What they needed was one page that owns their name, kept current, structured so machines can read it. Cam proved the ceiling. The rest of the roster proves the floor.
Claim your Athlete Spotlight
Related: See the full athlete showcase · Why we built Athlete Spotlight · Get a free audit
July 1, 2026